Dragonfly Internet: A Startup Rural Broadband Success Story
How we launched a new internet service provider brand from scratch—and drove results that crushed our client’s expectations.
The Challenge:
Dragonfly Internet was a new brand looking to launch its internet services in rural Alabama, beginning in the historic town of Monroeville and in nearby Evergreen. They needed to quickly generate buzz and capitalize on the demand for better internet options in the area.
But their network was still being built out, and all they had in terms of brand identity was the company name: “Dragonfly,” symbolizing the serene and reliable nature of the rural south.
Trusting our decades of telecom marketing experience, Dragonfly partnered with Stealth Creative to:
- Create a holistic brand identity including logo, design language, copy tone and all branding elements.
- Develop a full-scale marketing strategy and launch plan to generate brand awareness and drive new customer acquisitions.
Watch the Video or Read On to See How We Did It:
The Stealth Solution:
Brand Identity:
Beginning with logo design, we delivered an instantly ownable mark that captured the spirit of the brand while keeping things clean and simple:
Out of Home:
With the colors and design language established, Dragonfly was able to quickly deploy their brand in the market:
Digital Advertising & Web Development:
Using digital tactics as the backbone of our initial strategy allowed us to efficiently and effectively drive brand awareness, conversions and, ultimately, customer sign-ups.
- Paid Search: Put Dragonfly Internet in front of interested users who were Googling around for better options.
- Display Advertising: Drove brand awareness and allowed us to retarget potential customers who engaged.
- Landing Page Development: Gave the campaign a central hub through which users could learn more about the company and easily sign up (or join the waitlist, depending on current availability.)
- Stealth’s digital tactics were a key component of Dragonfly’s ability to track initial success and inform critical decisions about how to proceed with their expansion in the market.
- Our Digital and Creative Teams worked hand-in-hand to maximize the initial Dragonfly brand push, with a mixture of traditional and digital media tactics hitting the market methodically and efficiently.
Print and Direct Mail:
RESULTS
In short, we blew away the client’s expectations:
“We weren’t supposed to have this many sign-ups until the end of year!”
— Royce Ard, Vice President, Dragonfly Internet
Our Digital and Creative Teams worked hand-in-hand to maximize the initial Dragonfly brand push, with a mixture of traditional and digital media tactics hitting the market methodically and efficiently.
On average,
70% of inbound leads through website converted to new customer installs within 45 days.
With much of remaining 30% interested but not-yet serviceable.
Paid search campaigns achieved over
50% lower Cost Per New Customer Acquisition
vs. client’s target projections.
Client’s full-year customer waitlist and sign-up goals were surpassed before Q3.
Dragonfly Internet is a startup broadband service provider that’s kicking off a new era of connectivity for underserved areas in rural Alabama using fixed wireless technology.